Imagine a small tech start-up in the heart of London. They have developed a revolutionary app that promises to change the way people manage their daily tasks. After achieving considerable success in the UK, they decide it’s time to expand globally.
The team is excited, but their enthusiasm quickly turns to confusion.
Translating the app into other languages doesn’t seem to be enough. Users in Japan find the interface clunky and unintuitive, while those in Germany cannot relate to the content.
The company soon realises that simple translation isn't enough; what they need is localization.
This scenario highlights the main difference between translation and localization:
Translation is the process of changing text from one language into another, while keeping the original meaning intact. Translating content involves ensuring clarity and cultural resonance for the target audience.
The goal of translation is to achieve linguistic accuracy and clarity, which are essential to ensure that content is understood.
Translation deals primarily with words and syntax. The primary function of the translation process is to ensure that information remains accurate and comprehensible in the target language.
Translation typically serves as the starting point of the localization process.
Localization, on the other hand, goes beyond mere translation. It involves adapting the content to fit the cultural, social, and contextual nuances of the target audience.
This includes:
Unlock content to reach global markets: The power of localization
Localization aims to make the product or content feel as though it was created especially for the target audience.
|
Aspect |
Translation |
Localization |
|
Definition |
Converting text from one language to another. |
Adapting content to fit the cultural and linguistic nuances of a specific target market. |
|
Scope |
Focuses on language accuracy. |
Involves translation plus adopting to culture. |
|
Cultural Adaptation |
Minimal, mainly linguistic. |
Extensive. Takes into account local customs, traditions, and preferences. |
|
User Experience |
Ensures correct language usage. |
Ensures content is culturally relevant and user-friendly. |
|
Technical Aspects |
Usually deals with text and simple formatting. |
May involve modifying images, graphics, date formats, and other elements. |
|
Goal |
To convey the same message in a different language. |
To make the content feel like it was created for the target audience. |
|
Quality Assurance |
Focus on linguistic accuracy. |
Focus on linguistic accuracy and cultural appropriateness. |
See also 12 Differences between transcreation and translation (When to use them)
When deciding between translation and localization, it’s essential to consider the purpose of the content and the target audience.
These types of content are primarily focused on conveying clear and accurate information, making translation the ideal choice.
However, localization is necessary for content that requires cultural adaptation and is related to marketing a product or service in another cultural context.
This includes marketing materials, product descriptions, and website content. For instance, a marketing campaign aimed at a foreign market needs to resonate with the local culture and preferences to be effective.
In general, if the content is intended to convey a message that is not culturally specific, translation may be enough. However, if the content is intended to resonate with a specific target audience and requires cultural adaptation, localization is the better choice.
Understanding the key differences between translation and localization can help businesses make informed decisions and effectively reach their target market.
Localization can dramatically improve user engagement and satisfaction. A survey conducted by Nimdzi Insights found that apps localized for the Japanese market saw a 22% increase in downloads compared to those that were simply translated.
This boost in engagement translates directly to higher user retention and satisfaction rates.
Localization and translation are both essential for reaching global audiences, but while translation ensures that the message is understood, localization hits the main goal of multilingual communication by ensuring that the message resonates culturally.
Companies looking to expand globally must invest in complete two-stage process to achieve success.
Ultimately, understanding and implementing localization strategies can be the key to unlocking new markets with a competitive advantage and increase in revenue.
Contact Guildhawk today for accurate localization services tailored to your needs.
Guildhawk understands the importance getting localization right when expanding into new markets. In fact, brand and website localization were key components of its own market entry strategy for Asia.
Before announcing Evernoon as the name of the new Hong Kong entity, the team consulted widely to make a well-informed decision. This included surveying Guildhawk’s network of Chinese linguists for their views on the Chinese translation of Evernoon.
Several other aspects of localization were also taken account as part of the process:
Jimmy Donaldson aka MrBeast significantly expanded his international audience and improved engagement by investing in professional dubbing, subtitling and cultural localization of his YouTube content.
This strategic approach led to exponential growth in viewership and brand expansion in markets such as Spain and Brazil. It also fostered a global community of fans, driving revenue growth.
Spotify understands the importance of cultural relevance and personalisation. It strives to ensure users around the world feel represented on the platform.
Spotify achieves this by featuring region-specific music genres, translating playlist titles, and adapting playlist images and designs to resonate with local cultures. For example, displaying traditional Thai music in Thailand and recognising cultural celebrations like South Africa's Freedom Day and Diwali in India.
By collaborating with local influencers and gathering feedback, Spotify refines its approach to tailor the user experience to each individual market.
Key factors for Spotify's success in image localization include: